Brand Identity

More than just a logo, a brand’s identity consists of all the visual elements that create a specific set of associations in the minds of its audience. A key factor in determining a brand’s positioning in the marketplace, brand identity associates the brand’s aesthetic with its value offerings.

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A brand’s choice of visual elements is usually the first form of communication it has with its potential audience.

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For example, the iconic Apple logo has come to represent a sense of innovation and creative ingenuity that lives in harmony with its users' day-to-day lives. The Tesla logo is an instant marker of someone who appreciates disruptive technology. The Amazon smiling-arrow logo reminds its audience of the excitement felt when a recently ordered novel arrives between 10 am - 3 pm that day.

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The simple curve of an apple, the distinct angle of a T, or the rounded edges of an arrow can have a major impact on the associations crafted in the minds of consumers. It’s a startling but powerful truth.

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To make the most of brand identity, a brand must know exactly what it stands for (brand values), the messaging it wants to convey to a new audience, the impression it wants to create, and the value it can deliver consistently over time.

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However, markets change, products are redesigned, services evolve, and the previous visual elements may no longer be effective or aligned with a brand’s newest iteration of itself. When a brand begins to lose its relevant audience, feel stagnant, or outdated, it may be time to pivot and reposition with a rebranding that matches its new direction.

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At Laura Lian, we pride ourselves on taking the time to thoroughly understand the brand’s we support. With our in-depth Brand Analysis process, our creative director and brand strategist partner with brand owners and stakeholders to convey the most accurate and impactful message to their chosen audience.